KA REBOOTS THE ENERGY CATEGORY WITH EXCITING NEW LAUNCH

KA, the UK’s No.1 Caribbean soft drink*1, is bringing the authentic taste of the Caribbean to the energy category with the launch of KA Reload, a great tasting glucose-based energy drink.

Available in two flavours – Black Cherry and Mango – KA’s move into the energy market is a great fit for the brand, with 90% of current KA consumers already consuming energy drinks to fuel their busy urban lives.*2

“Energy is a hugely important category for convenience retailers, delivering the highest profit per litre, with almost 1 in 2 drink now soft drinks purchased being an energy drink,*3” says Adrian Troy, Marketing Director at Barr Soft Drinks.

“The urban lifestyle of the KA consumer is fast paced and KA is their brand of choice to deliver a unique Caribbean flavour. Now we are building on the growing trend of flavoured energy, to bring the bold Caribbean flavour that these consumers love to the energy market.”

 

In consumer taste tests, 95% of KA shoppers and 86% of non-KA drinkers said that they would buy KA Reload.*4

“With its impactful branding, we are confident that KA Reload will be one of the most disruptive launches of 2019, generating huge amounts of trial and driving incremental retailer sales,” says Troy.

The launch will be supported with a digital campaign across Instagram, Snapchat and Spotify, targeting KA’s core urban drinkers.

Retailers should merchandise both variants of KA Reload in the ‘On The Go’ section of their chiller next to other glucose-based energy drinks to bring their fixture to life and drive incremental sales within this important and profitable part of their soft drinks category.

Sources:
*1: IRI Marketplace, Value Sales, Defined Caribbean Market, MAT to 27.01.19, GB Convenience

*2: Kantar Data, March 2019

*3: IRI Marketplace, PPL & Average Margins, MAT to 27.01.19, GB Convenience

*4: JVA Research, 2019

 

Author: kimbarnard

Share This Post On